Data Accuracy Biggest Barrier to Personalisation

A new survey from Travel Technology Europe reveals that many hotel and travel companies want to embrace greater personalisation in their marketing but are being held back by data accuracy issues. Over half (51%) of respondents reported getting accurate customer data to be a challenge.

What challenges do you face in personalisation?

51%

Having accurate customer data

44%

Getting the right mix of marketing and IT

44%

Identifying customers at the right times

35%

Building links between products

32%

Privacy and compliance challenges

15%

Overcoming company silos

5%

Don’t face any challenges

The rapid growth in marketing technology solutions and the merging of marketing and IT skills appears to be a further challenge for four in ten (44%) hotel and travel companies as they struggle to get the right mix of marketing and IT. Four in ten (44%) hotel and travel companies are also struggling to identify customers at the right times.

Richard Baker, head of sales and marketing, Inspiretec and speaker at Travel Technology Europe commented: “At its best personalisation drives loyalty and keeps customers coming back for more, at its worst personalisation is intrusive and damaging to the bottom line. To get it right personalisation requires a careful blend of IT and marketing skills to make sure that the data is accurate but that the human touch is still there. At Travel Technology Europe I’ll be revealing the findings of an Inspiretec study that highlights best practices to help companies reach their goal of delivering personalised customer experiences.”

GDPR and personalisation concerns

With the GDPR deadline fast approaching a third (31%) of hotel and travel companies are also struggling with privacy and compliance challenges around personalisation.

Paul Stephen, CEO Sagittarius and speaker at Travel Technology Europe commented: “There is a nervousness amongst many travel and hotel companies when it comes to GDPR and personalisation. But the two are not mutually exclusive. If companies can successfully implement GDPR then naturally this will lead to more accurate data, which in turn will help companies personalise and target their marketing more effectively.”

Measuring social media impact a challenge

Another marketing challenge that hotel and travel companies face appears to be measuring the impact of content marketing. With more and more travel companies investing in content marketing, many are dissatisfied with how they track the impact of their content marketing, including social media. Over a quarter (27%) of respondents said they were dissatisfied or very dissatisfied with how they track the impact of their content marketing with a further 34% saying they were neither satisfied nor dissatisfied.

David Chapple, event director, Travel Technology Europe, commented: “A lot of time and energy goes into creating great content for digital marketing but many travel companies are unsure of how best to measure the value they are getting from it. Content marketing doesn’t always lead to direct sales so it requires its own tracking techniques and tools. We will be hearing from the experts at Travel Technology about how you move from a “spray and pray” approach to having discernible metrics that demonstrate that your content strategy is working.”

Over 27 marketing exhibitors will be at Travel Technology Europe with more than 15 speaking sessions dedicated to hotel and travel marketing. Speaking sessions and huddles on marketing technology at Travel Technology Europe will include:

No leisurely feat: how to design and deliver effective content, 21 February at 14:40 – 15:20

Keynote: The personal touch: what personalisation really means in travel, 21 February at 11:15 – 12:15

Personalise This: How Europe’s hotels can regain ownership of their guests, 21 February at 11:15 – 11:45

Tech Huddle: Why GDPR is good for personalisation in the travel industry and how you can get prepared, 21 February at 15:30 – 16:15

Redesigning your mobile strategy – preparing for the next iteration of mobile

22 February at 14:40 – 15:20

135 travel buyers took part in the Travel Technology Europe annual survey in December 2017. 66% of respondents worked in the UK, 20% in continental Europe and the 14% were from outside Europe.

Travel Technology Europe, held annually in London for 15 years, is Europe’s largest specialised exhibition and conference bringing together 6,000+ travel technology professionals. This long established and reputable event connects travel technology buyers and managers with the suppliers, knowledge and contacts to help innovate for the future of travel.

It is the largest travel technology event in Europe, allowing travel technology buyers and managers to evaluate thousands of products and services from over 130 global travel brands and innovative start-up companies across the travel technology sector.

Running alongside the exhibition is Europe’s largest conference programme designed to meet knowledge requirements of beginners through to experienced travel buyers. Independently produced and supported by over 120 expert speakers, the 70+ topical sessions cover the full spectrum of travel technology facilitating peer to peer learning and debate to enable companies to drive the industry forward.

Travel Technology Europe provides the opportunity to meet with 6,000+ professionals from across the European travel and technology community. From peer-to-peer and supplier networking sessions to informal social events, the event allows attendees to build new relationships and to share knowledge and best practice.

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